ANALISIS PENERIMAAN ASISTEN VIRTUAL BERBASIS AI VERONIKA PADA MYTELKOMSEL MENGGUNAKAN MODEL TAM
DOI:
https://doi.org/10.36002/jutik.v12i2.4002Keywords:
Virtual Assistant, Veronika, MyTelkomsel, TAM, AIAbstract
The telecommunications sector is one of the many industries that have adopted artificial intelligence (AI) technology, which is currently developing at an accelerated rate. One of its uses is chatbot-based virtual assistant services, such the MyTelkomsel app's Veronika function, which attempts to improve productivity and customer satisfaction through digital means. The purpose of this study is to apply the Technology adoption Model (TAM) to examine the variables affecting users' adoption of the Veronika virtual assistant. Three primary variables are used in this model: Attitude Toward Using (ATU), Perceived Utility (PU), and Perceived Ease of Use (PEOU). MyTelkomsel users who have previously used the Veronika feature are given questionnaires as part of a quantitative research approach. These users were chosen using a straightforward random selection procedure. Using phases of validity testing, reliability testing, and hypothesis testing, SmartPLS software was used to analyze the data. The findings of the study demonstrate that Attitude Toward Using is positively and significantly impacted by the variables Perceived Ease of Use and Perceived Usefulness. These two factors can account for 11.4% of the variation in user opinions regarding the use of the Veronika virtual assistant, according to the R-square value of 0.114. Both elements contribute significantly to the development of consumers' favorable attitudes, despite their comparatively little roles. It is anticipated that this research will be used as a guide for future advancements in AI customer support.
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